DUBAI: Lebanese model and influencer Nour Arida is expanding her portfolio by launching her own skincare brand, Sorbe.

The product lineup has not yet been revealed, with the brand set to launch on Nov. 16.

Arida described Sorbe as “multi-effect skincare, rooted in the belief that true beauty begins with feeling better, not trying harder.”

In a statement, she said she noticed a gap in inclusivity across the fashion and beauty industries.

“They all include women of different races, skin colors and body types. Yet they all show only one aspect of a woman — her posing and smiling,” the statement read.

Reflecting this idea, the newly released campaign images show Arida embodying three contrasting moods — crying, smiling and looking shocked.

The model has been promoting her brand for the past two months. In one of the teaser posts, she shared a photo of herself in what appears to be a studio or office space surrounded by boxes labeled Sorbe.

“I’ve received so many PR boxes throughout the years, and some were honestly very cool,” she captioned the post. “But lately, I’ve been thinking… this little thrill shouldn’t be limited to celebrities, creators or media. Why not anyone? Why not share it with you, the people who make this whole journey possible?”

Building on that sentiment, she launched a giveaway competition, saying she would randomly select five followers to receive a gift box. In the same post, she encouraged her audience to follow a temporary page created ahead of the official launch titled “Sorbe Coming Soon.”

“Maybe this time, it’s you who gets the box,” she wrote to her 10.9 million followers. 

In 2023, she was honored with the Arab Woman of the Year award in London, recognizing her advocacy for women’s rights worldwide. She is also the regional brand ambassador for Turkish fashion label Nocturne.

Arida also represents French fine jewelry house Boucheron, fronting multiple campaigns and championing their designs at international fashion events.

Her modeling career includes walking at Paris Fashion Week for brands such as Zadig & Voltaire, Nicolas Jebran and Paco Rabanne. She has also graced numerous international magazine covers and collaborated with beauty and fashion brands including Sephora, Rimmel and MAC.